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<meta name="description" content="行业情况 生鲜电商一直是个特殊的存在，虽然其市场份额目前每年上4万亿，但是，生鲜电商十分难做。原因主要有两点：  1.高成本：生鲜产品保质期短，性状不稳定，易变质，这对物流配送提出了挑战。除了干线运输需要全程冷链物流外，在最后一公里配送也需要专用保温材料进行包装配送。这造成了每单物流成本高达30-40元，是常规电商的10倍左右 2.高损耗：生鲜的易腐性引起的损耗高达20%-50%，损耗可发生在交易">
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<meta name="twitter:description" content="行业情况 生鲜电商一直是个特殊的存在，虽然其市场份额目前每年上4万亿，但是，生鲜电商十分难做。原因主要有两点：  1.高成本：生鲜产品保质期短，性状不稳定，易变质，这对物流配送提出了挑战。除了干线运输需要全程冷链物流外，在最后一公里配送也需要专用保温材料进行包装配送。这造成了每单物流成本高达30-40元，是常规电商的10倍左右 2.高损耗：生鲜的易腐性引起的损耗高达20%-50%，损耗可发生在交易">
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          <h1 class="post-title" itemprop="name headline">竞品分析：「每日优鲜」与「盒马鲜生」</h1>
        

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        <h2 id="行业情况"><a href="#行业情况" class="headerlink" title="行业情况"></a>行业情况</h2><blockquote>
<p>生鲜电商一直是个特殊的存在，虽然其市场份额目前每年上4万亿，但是，生鲜电商十分难做。原因主要有两点：</p>
</blockquote>
<p>1.高成本：生鲜产品保质期短，性状不稳定，易变质，这对物流配送提出了挑战。除了干线运输需要全程冷链物流外，在最后一公里配送也需要专用保温材料进行包装配送。这造成了每单物流成本高达30-40元，是常规电商的10倍左右</p>
<p>2.高损耗：生鲜的易腐性引起的损耗高达20%-50%，损耗可发生在交易链条的任何环节。这些高昂的成本最后都会让消费者买单，造成客单价高。同时，高成本、高损耗又让生鲜电商无利可赚</p>
<p>所以说生鲜电商真的很难做。</p>
<p>从上述数据可以看出，现阶段的K12在线教育行业处于政策利好时期；并且从2013年以来互联网巨头和初创公司都开始发力K12在线教育，<br>K12产品如雨后春笋般涌现；其次K12在线教育最大涉及人群约22亿，市场空间充裕<br><a id="more"></a></p>
<h2 id="市场分析"><a href="#市场分析" class="headerlink" title="市场分析"></a>市场分析</h2><ol>
<li><h5 id="市场规模预测"><a href="#市场规模预测" class="headerlink" title="市场规模预测"></a>市场规模预测</h5><ol>
<li>累计用户数：2017-08-05 ~ 2019-07-22 | 上线 合计：<strong><em>33.46</em></strong>万人</li>
<li>7日注册用户占比：2019-07-15 ~ 2019-07-21 | 过去 合计：<strong><em>91.24%</em></strong></li>
<li>注册用户首日付费率：2019-07-15 ~ 2019-07-21 | 过去 合计：<strong><em>92.2%</em></strong></li>
<li>注册用户首日上课率：2019-03-23 ~ 2019-03-29 | 过去 合计：<strong><em>91.06%</em></strong> 环比<br>总结：随着在线教育用户群体的不断扩大，市场规模还将有更大的发展。权威机构预计未来5年，我国在线教育市场规模将保持10%左右的增长速度，到2022年，市场规模将达到2857亿元左右</li>
</ol>
</li>
<li><h5 id="盒马鲜生模式"><a href="#盒马鲜生模式" class="headerlink" title="盒马鲜生模式"></a>盒马鲜生模式</h5><p>定位：</p>
<ol>
<li>目标客户——25-35 岁的围绕家庭的互联网用户，集中在女性。</li>
<li>客户特点——对商品的新鲜度和品质是第一要求，对服务看的很重要。对价格的敏感度反而不高，所以盒马鲜生不提倡价格战。</li>
<li>线上+线下，仓店一体模式</li>
</ol>
<center><br>    <img src="/blog/images/盒马鲜生模式.png" width="600"><br></center>


</li>
</ol>
<ol start="3">
<li><h5 id="每日优鲜模式"><a href="#每日优鲜模式" class="headerlink" title="每日优鲜模式"></a>每日优鲜模式</h5><p>定位：</p>
<ol>
<li>围绕生鲜及日用品的B2C电商类应用，满足了各类白领、学生、家庭主妇等老百姓以优惠的价格，在线快速购买生鲜食品及日用品并快速送达的需求，商品涵盖水果、肉蛋、水产、蔬菜、饮品、乳品、零食、轻食、粮油等9个品类。（快、省）</li>
<li><p>线上</p>
</li>
<li><p>前置仓模式: 就是在社区和商圈周边半公里内设置仓库，每个前置仓的面积在80-130㎡不等，配送时长控制在2小时内。当区域订单超出既有前置仓的覆盖能力时，就增加数量。大家可以理解为京东的自营模式。<br>这样做的好处是：</p>
<ol>
<li><p>更好的用户体验<br>每日优鲜目前有1000多个前置仓，因为离得消费者更近，可以保证用户在下单后一小时内送达。<br>此外，在前置仓对不同的蔬果肉类有设置不同的保鲜区域，对商品的保鲜自然会比在快递路上要好得多。<br>如此一来，每日优鲜就可以做到快速地把新鲜食品送到消费者手中，用户体验好了，复购率自然高，如此一来还可极大地降低获客成本。</p>
</li>
<li><p>更低的成本。<br>在每日优鲜初期，不少人对前置仓提出质疑，认为成本高昂，实际上，这些成本都是固定成本，随着订单的增加，成本会被平摊掉。<br>据每日优鲜对外公布的数据，如今每日优鲜每单的配送成本已经降低到和普通快递一样了</p>
</li>
</ol>
</li>
<li>全品类精选<br>这样做的好处是：降低备货库存，从而降低运营成本。<br>和其他生鲜品要么注重水果，要么注重海鲜不同，每日优鲜的产品策略是覆盖全品类。<br>但全品类并不意味着海量SKU(库存量单位)，每日优鲜实施的是“精选”策略，将整个平台SKU数控制在1000个左右，每个品种只给顾客一到两个选择</li>
<li>社交化和会员制<br>在客户获取方面，每日优鲜采用的是流量思维，即注重老用户体验，让用户自我传播，获得新客户。<br>注重口碑的好处是，每日优鲜的用户购买频次和复购率高的惊人：会员平均每年 60-70 次购买，每次购买 10 个左右 SKU(库存量单位)，一年人和商品连接 600-700 次，差不多是一般电商的三十倍。<br>此外，有超过 <strong><em>40%</em></strong> 的新客户是通过会员推荐过来的。</li>
</ol>
</li>
<li><h5 id="供需关系对比"><a href="#供需关系对比" class="headerlink" title="供需关系对比"></a>供需关系对比</h5></li>
</ol>
<table>
<thead>
<tr>
<th style="text-align:center">APP</th>
<th style="text-align:left">商品来源</th>
<th style="text-align:right">商品销售</th>
<th style="text-align:center">仓储/配送</th>
</tr>
</thead>
<tbody>
<tr>
<td style="text-align:center">每日优鲜</td>
<td style="text-align:left">自采</td>
<td style="text-align:right">自有平台</td>
<td style="text-align:center">自建仓库，自有物流团队</td>
</tr>
<tr>
<td style="text-align:center">盒马鲜生</td>
<td style="text-align:left">自采</td>
<td style="text-align:right">自有平台</td>
<td style="text-align:center">自建仓库，自有物流团队</td>
</tr>
</tbody>
</table>
<ol start="3">
<li><h4 id="盒马鲜生SWOT分析"><a href="#盒马鲜生SWOT分析" class="headerlink" title="盒马鲜生SWOT分析"></a>盒马鲜生SWOT分析</h4><ol>
<li>优势：选址开店一方面可以实现线上线下流量的互相打通，一体化运营，让购物场景和体验更丰富；另一方面，盒马超市还是线上订单的前置仓</li>
<li>劣势：盒马鲜生也有一个无法避免的问题，盒马模式太重了，辐射面积有限，复制困难，更不可能像每日优鲜一样，遍布城市的每一个角落。开店成本高。</li>
<li>机会：由于种种条件所限，中国传统零售业在供应链、物流体系、渗透率上，比发达国家要滞后10余年。供货商要经过多个环节，才能让商品在终端门店接近消费者，不仅周期长，且进场费、上价费、促销费等各项费用奇高，推高了售价，厂家还要自担库存积压风险。盒马鲜生的买手模式，给盒马鲜生创造了打破传统的机会</li>
<li>威胁：新零售领域，京东等巨头也在积极布局。而且，盒马鲜生若想下沉至三四线地区，当地的生鲜价格有竞争优势。</li>
</ol>
</li>
</ol>
<ol start="4">
<li><h4 id="每日优鲜SWOT分析"><a href="#每日优鲜SWOT分析" class="headerlink" title="每日优鲜SWOT分析"></a>每日优鲜SWOT分析</h4><ol>
<li>优势：对每日优鲜来说，前置仓周转平均周期为1.5天，生鲜耗损率不到1%，这是其他生鲜电商难以做到的。3年实现盈利，融资能力强，18年融资4.5亿，背靠腾讯</li>
<li>劣势：前置仓面积小，能容纳的生鲜品类和数量较少。精选SKU虽然能最大程度满足消费者所需，但是，容易出现补货预测不够精准的问题，造成缺货率较高</li>
<li>机会：由于种种条件所限，中国传统零售业在供应链、物流体系、渗透率上，比发达国家要滞后10余年。供货商要经过多个环节，才能让商品在终端门店接近消费者，不仅周期长，且进场费、上价费、促销费等各项费用奇高，推高了售价，厂家还要自担库存积压风险。盒马鲜生的买手模式，给盒马鲜生创造了打破传统的机会</li>
<li>威胁：其整套商业模型比较适合在一二线城市进行复制，若想下沉至三四线甚至以下的地区，就会遭遇本地社区生鲜品牌的强力狙击。“三四线城市的社区生鲜价格非常有竞争力，每日优鲜就显得太贵了。其次，盒马鲜生、超级物种，乃至京东的7fresh这类真正意义上打通线上线下的新零售不惜重金烧钱换市场，一旦这些巨头获得市场，其创造出的势能是前置仓类公司所无法比拟的，届时这些新零售商家也会给每日优鲜造成明显的分流压力</li>
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    });
  </script>





  

  
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  <script>AV.initialize("bVaMPlLlY6iLfKTJxt2dwg2W-gzGzoHsz", "wUyT08JP6LOCTUtp6jMn0oIY");</script>
  <script>
    function showTime(Counter) {
      var query = new AV.Query(Counter);
      var entries = [];
      var $visitors = $(".leancloud_visitors");

      $visitors.each(function () {
        entries.push( $(this).attr("id").trim() );
      });

      query.containedIn('url', entries);
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      var $visitors = $(".leancloud_visitors");
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  </script>



  

  

  

  

  

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